GUIDELINES FOR DEVELOPING A GOOD AGRICULTURAL PRACTICE MELON FARM BUSINESS MODEL: A CASE STUDY OF BE FRUITS FARM, SONGKHLA PROVINCE

Abstract

This research aims to 1) Analyze to SWOT analysis of the Good Agricultural Practice (GAP) melon business and 2) Explore guidelines for development of Business Model Canvas: BMC for Good Agricultural Practice (GAP) at Be Fruits Farm, Songkhla Province. The key informants consisted of the owner of Be Fruits Farm and consumers who had previously purchased and repurchased melons, total 15 participants. This research was qualitative research using a semi-structured interview as the research instrument. Data were analyzed through content analysis. The results of the research found that the main strengths of the farm include effective quality control of produce certified by Good Agricultural Practice (GAP), which ensures consumer confidence in quality and safety, and the establishment of a premium agricultural brand. Weaknesses include high production costs and inconsistent yields, resulting in an insufficient supply to meet market demand. Opportunities arise from the growing trend of health-conscious consumers, while threats stem from market competition and increased consumer bargaining power. The business model analysis indicated that the farm emphasizes quality management based on Good Agricultural Practice (GAP) and brand development that reflects premiumness and uniqueness, and developing marketing channels. The proposed development guidelines include adopting modern agricultural technologies to reduce production costs, building business alliances to expand marketing channels, and extending the business into agricultural tourism to generate additional income and economic value. These findings can serve as a prototype for developing high-value agricultural business models in Thailand and as a guideline for other agricultural entrepreneurs.